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By Michael White
The Virginian-Pilot
VIRGINIA BEACH
Don't tell the kids, but Dora the Explorer is right here in Virginia Beach.
At least her voice is.
"Dora," along with shows such as "Cash Cab" and the A&E "Biography" series, video games such as "Gears of War" and some popular radio jingles are all clients and products of Studio Center: Total Production, a Virginia Beach-based voice recording company. Studio Center does a little of everything, from radio spots and voice-overs to commercial postproduction and dubbing.
It's won a Grammy - for work on one of George Carlin's audio books - and about 4,000 other awards. Studio Center does about 15,000 jobs a year.
It makes for a frenetic pace, but the office is laid back. Everyone wears jeans and T-shirts. Fresh cookies and a stocked candy dish perch on receptionist Katie Cirilli's desk. People bring their pets to work. And CEO William "Woody" Prettyman greets his employees with a fist bump.
Still, the production studio has seen at least 50 percent growth every year since Prettyman bought it in 2004. Despite the economy, Studio Center plans to open a seventh office in Richmond next month with five employees. That will bring Studio Center's hiring for the year up to 13.
The company has also started helping its A-listers set up home studios as far away as New York's Long Island, so they can live and work where they want.
Prettyman's vision of the future involves words unusual in a recession, such as profitability, expansion and new markets. He said he plans to expand in new markets. And he predicted the company will grow to three times its current size in the next five years.
Though Studio Center's growth has plunged to 6 percent so far this year, Prettyman expects a rebound to the double digits by the end of 2009.
When Warren Miller conceived Studio Center in Virginia Beach in 1966, Prettyman was 3 years old. The company grew to include three offices, then stopped. Miller liked the size.
When Prettyman bought it, the former executive at Clear Channel Communications saw other opportunities. He expanded to New York, Los Angeles and even opened a second Virginia Beach studio. Product offerings grew to include script writing, postproduction, acting and dubbing.
Such vertical integration allows the company to produce as much or as little of the product as a client needs, Prettyman said.
Each year, Studio Center takes on jobs as varied as Starbucks, NASCAR and Hanes commercials. For "Dora the Explorer," it voices the show's characters. The voice for some "Dora" toys comes from a local actress.
The advent of digital audio and the Internet allow customers to sit in on auditions from around the world.
Amy Houck, vice president of DIA Inc., a Norfolk advertising firm, has worked with Studio Center for years.
"The talent's exceptional, the people are local and they work 24/7, 365 days a year. That's what an ad agency needs when you've got a deadline," Houck said.
It's somewhat surprising that Hampton Roads would host so much voice talent, which typically requires a melodic, accent-free voice.
"Hampton Roads is an absolute hotbed of voice talent," said Gigi Young, a voice actress there. "Maybe you wouldn't guess, but we come from as far as Ohio, Texas and even the West Coast to do voice work here."
Jessica Boone, another voice actress, agreed. She paid her way through college by voicing Japanese cartoons and performing Shakespeare. When her husband was transferred to Norfolk Naval Station, Boone continued voice work at Studio Center.
"I'll do it until my voice goes out... 'til I'm 105," she said. "I think we all feel that way."
The talent's faith in Prettyman is strong. Stephanie Thomas came to the area for graduate school at Regent University and took up voice acting full time in 2001.
"Woody's got a phenomenal mind for marketing and growth," she said. "I wouldn't want to be anywhere else."
And work has shown little sign of slowing even as retail chains and car dealers across the country suffer.
"The way I see it, even if you're going out of business, you need a voice to say, 'We're going out of business!' " Boone said. "As long as there's commerce in this country, we've got a job."
Michael White, (757) 446-2583, michael.white@pilotonline.com
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BS Center
This site and that studio are the worst
Dittos
I have worked with Studio Center dozens of times (since the early years of Warren Miller's ownership and leadership). They were the best then and that great work continues. The Earworks people do offer some worthy local competition, though. Hampton Roads is very fortunate in that regard.
Blatant PR
I have never seen such blatant PR, esp. on the front page, in my life. The VPLS "reporter", Mr. White, would do well to consider a career change to public relations. He's quite good at it. And since he's already got an in to the VPLS, he could probably get his clients a discounted rate to place such dribble on the front page, now that the VPLS seems to consider the front page ad space, and no longer a place to print real news.
I have known William
I have known William Prettyman for years and I have to say he is one of the finest men I know. He treats everyone in his life with care, concern and respect. He is a true visionary and has taken Studio Center to places no one thought it could go. The trickle down theory is alive and well at Studio Center. The positive, caring, kind attitude of Mr. Prettyman is present in every employee and voice talent, reflecting the leadership. Remember the "old days" when the customer was always right? Those days live on at Studio Center. Not only is the customer always right, but the customer is showered with attention and most often with a gift card or two. They are THE example of how to run a business and succeed!!!!
Great Story!
Loved this story. I've worked with Studio Center for years years and am so proud of where we've been and even more excited about where we're going. As we grow we're taking the very best along with us, talent, freelancers and agencies. Exciting times at Studio Center.
Excellent!
I can only say great things!!!!! Studio Center houses not just the best talent in the country, but also some of the most driven people you will ever meet. I don't even feel like a client when I come in, more like family. Led by a great creative team, everyone operates under one rule, "Client comes first". My projects have always been completed on time, on budget and I have have always felt that my needs are their priority. I don't need much more. Excellent work, Studio Center! Keep it up!
Video
When I had a TV commercial that needed to be produced I decided to give Studio Center a chance. I was excited to find out that Studio Center has the largest video production company in Hampton Roads and shoots in all 50 states! They have an excellent on-camera roster and my local ad ended up looking like a national quality television commercial! The rates were more than fair and the turn around time was unbelievable. I was most impressed with the talent of the producers we got to work with!
Studio Center
I have worked with Studio Center for YEARS!! This is truly a wonderful company that cares for their clients. Every time we call Studio Center for a video or audio project the service is simply amazing. It is rare nowadays to work with a company that is so client focused. The creativity, the producers, and the talent are just a few reasons on why I keep coming back. I always reach my project deadlines and that makes me look like a hero to my boss! I hope to work with Studio Center much more in the future.
We're Here!
Although, I applaud Studio Center in their plans to expand. But, what about the smaller video production companies. There are numerous video production companies in this area trying to survive in this hard economic time. Is Studio Center planning to buy-out these smaller companies to become a monopoly in the video production industry? It'll be interesting to find out!
You do realize that there is
You do realize that there is such a thing as "quality of work", right?